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Abstract An umbrella advertisement, which involves promoting several products linked by way of a common theme, represents an attempt to achieve efficiency and/or impact of a firm's advertising expenditures. Based on knowledge-assembly theory of cognitive structure, the approach may be better...
Abstract This study explores the relation of competitive brand advertising expenditures to industry, brand and rival retail sales and market share. It also examines relationships among competitors' advertising expenditures. The annual advertising expenditures of 121 brands in seven mature...
Abstract The paper provides a discussion and an empirical assessment of alternate/parallel form reliability in the context of conjoint analysis. The empirical findings from the investigation indicate that the successive evaluative preference judgments gathered via alternate conjoint forms are...
Abstract Promotion planning is difficult in lesser-developed countries because of a lack of marketing information and the wide range of consumer sophistication. The correlation between buying experience of consumers and their proximity to urban environments provides marketers with opportunities...
Abstract This study reports on developments in the international advertising agency business during the 1970s. Findings suggest that U.S. agencies remain the dominant force in international advertising in contrast to the declining performance of U.S. industry in other sectors. Specifically,...
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